Gender Differences in the Processing of Reference Price Information

Despite widespread use of gender-based segmentation strategies, there have been few examinations of gender differences in price processing. In three studies, we show that external reference prices in an ad have a greater impact on women than men in terms of attention, processing effort, deal evaluation, and price recall accuracy.



Citation:

Rajiv Vaidyanathan and Praveen Aggarwal (2012) ,"Gender Differences in the Processing of Reference Price Information", in AP - Asia-Pacific Advances in Consumer Research Volume 10, eds. , , and , Duluth, MN : Association for Consumer Research, Pages: 382-383.

Authors

Rajiv Vaidyanathan, University of Minnesota Duluth, USA
Praveen Aggarwal, University of Minnesota Duluth, USA



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 10 | 2012



Share Proceeding

Featured papers

See More

Featured

M7. The Mixed Effects of Nostalgia on Consumer Switching Behavior

Zhongqiang (Tak) Huang, University of Hong Kong
Xun (Irene) Huang, Nanyang Technological University, Singapore
Yuwei Jiang, Hong Kong Polytechic University

Read More

Featured

J10. Transnational Consumer Lifestyle

zahra Sharifonnasabi, Queen Mary University of London
Fleura Bardhi, City University of London, UK

Read More

Featured

Examining the Link between Predicted Identity Change and Future Well-Being

Joseph Reiff, University of California Los Angeles, USA
Hal Hershfield, University of California Los Angeles, USA
Jordi Quoidbach, ESADE Business School, Spain

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.